Saudi travellers are rewriting the rules of holiday planning — increasingly favouring visa-free and visa-on-arrival destinations that combine hassle-free entry with immersive cultural experiences. According to new insights from travel platform Wego, the trend marks a shift away from traditional long-haul luxury breaks toward shorter, more authentic and accessible getaways. Leading the charge is Armenia, which saw a remarkable 98.96% year-on-year increase in travel searches from Saudi Arabia. Other standout destinations include Hong Kong SAR (96.66%), the Philippines (62.86%), and South Korea (60.24%) — all of which offer streamlined entry procedures and cultural experiences that appeal to experience-led travellers.
Easier entry, deeper meaning
A key factor fuelling the shift is visa policy changes. Armenia’s decision to waive visa requirements for GCC citizens from July 2025 has made it a magnet for Saudi tourists. Meanwhile, destinations like Hong Kong and South Korea are also promoting cultural campaigns and infrastructure upgrades aimed at Gulf travellers. Hong Kong Tourism Board’s “Summer Viva 2025” campaign, for instance, blends live performances, visitor vouchers, and year-round cultural programming — all designed to entice visitors seeking meaningful experiences without bureaucratic barriers. These destinations also boast growing infrastructure for Muslim-friendly travel, such as halal food options and family-oriented services.
Travel tools that adapt to new habits
Wego reports that this evolving demand is also pushing travel platforms to become more responsive. Commenting on the findings, Mamoun Hmidan, Chief Business Officer at Wego, said:“Saudi travellers are seeking destinations that are easy to reach and provide enriching, authentic cultural experiences. The popularity of countries like Armenia, Hong Kong, the Philippines, and South Korea reflects a growing demand for practical and inspiring alternatives to conventional luxury tourism — particularly those with geographic proximity and well-connected urban layouts.” He added that Wego’s platform is tailored to support this movement by offering tools to filter visa-free destinations, discover trending experiences, and receive AI-driven recommendations based on user interests and behaviours.
As Gulf travellers become more spontaneous and culture-conscious, the surge in visa-free travel signals not just a seasonal trend, but a broader redefinition of what makes a destination desirable: less paperwork, more purpose.
